How to Evaluate your Healthcare Organization’s Social Media

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Image via Marketing

By now, I am pretty sure your healthcare organization figured out how to use various social media platforms. And for that very reason, you are probably feeling like the cool mom who just found out what “LOL” means. But, even with knowing how to use these social media platforms, it is essential that you learn what works and what does not work for your healthcare organization. How will you learn that information, you asked? By EVALUATING!

For example, if your child is scared of clowns, I am almost positive you wouldn’t hire a clown for their birthday party. It is important to know your healthcare organization audience, just as well as you know your child.  Learning what your audience likes and does not like is critical when it comes down to the future of your healthcare organization.

So, if you would like to learn the do’s for evaluating your healthcare organization’s social media platforms, you are in the right place…..

DO: HAVE A GOOD PLAN

How are you going to start evaluating? Where are you going to start evaluating? All good questions to know, right? When it comes to evaluating your social media platforms, having a good plan is extremely important. Planning out content, knowing your healthcare organization’s goals, and using analytics tools makes it easier to find out what is working and what is not for your healthcare organization.

DO: USE ANALYTICS TOOLS

Now that I have mentioned analytics tools, did I mention that most are free? YES, I said FREE!!

Here are a few analytics tools that will help you determine if your healthcare organization is on the right path or not:

DO: USE SOCIAL MEDIA METRICS

Now that you have an idea of how and where you are going to start evaluating, it is always a good idea to know what you should evaluate. There are four social media metrics that are important to measure when it comes to your healthcare organization’s platforms:

  1. Conversation Rate- Everyone hates when they are talking to someone, but the person is not listening. Conversation rate lets you see you who is reading and interacting with your post. It is the number of audience comments/replies per post.
  2. Amplification Rate- The measurement to see how many shares/retweets/repost you are receiving from your followers.
  3. Applause Rate- You know how the class clown makes a joke, then looks around to see if his classmates are laughing? Yeah, that is approval. Applause rate is similar. With applause rate, your health organization is keeping track of the likes, favorites, and/ or +1’s your post receive.
  4. Economic Value- It is a tab bit more complication than the conversation, amplification, and applause rate. The economic value is the sum of short and long term revenue, as well as cost savings (The good stuff, right?).

NOW THAT YOU HAVE THE DO’S, HERE’S AN EXAMPLE….

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Image via Twitter

St. Jude Children’s Research Hospital knows what works for their twitter account. St. Jude’s uses visual aids with their stories to  get the “applause” from their audience. Without visual aids, St. Jude’s applause rate was half the amount shown on the images.

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Image via Twitter

 

EXAMPLES ARE GREAT, BUT REMEMBER….

 

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You are in control of your healthcare organization’s social media platforms, which means you are in control of which direction your healthcare organization’s social media platforms takes. Using the right social media platforms, listening to your audience, and providing messages your audience wants are all apart of a good social media evaluation.

 

Words of Knowledge,

 

Dekira Hemingway

 

Social Media Strategies for Your Healthcare Organization

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Image via blog

Since you have probably heard of the numerous social media platforms, such as Facebook, Twitter, Snapchat, Instagram , and Pinterest, I am sure you want to start using those social media platforms for your healthcare organization.

But first….I suggest learning social media strategies. I am pretty sure you are thinking “Why do I need to know that? Knowing how to operate a social media account is not rocket science.” Well think of it this way, would you buy a car from a car salesman if they did not know enough information about the car or how to sale it? Exactly. But have no fear, I have just enough information to share with you….and before you know it, your healthcare organization will be one of the best on all of the social media platforms.

#1: KNOW YOUR TARGET AUDIENCE

How are you going to know what to say if you don’t know who you’re talking to? It’s kind of like texting your grandma “LOL.” Chances are, your best friend would know what “LOL” means before your grandma does. So maybe you should not use “LOL” with your grandma.

Same thing applies for social media platforms. Before you start using your social media platforms, you have to know who your target audience is. Also,understanding what is important to your audience is key to increase the effectiveness of your social media efforts.

Knowing how the different social media platforms work and what time of the day most active users use them is an important key. For example, Facebook has the most shares at one p.m. and the most clicks at three p.m. By knowing this information, and your target audience, you would be able to get out the information intended for them.

#2: HEALTH LITERACY

Have you ever spoke to a baby and they looked at you funny? I am sure it was because they could not understand you. Literacy is important…..health literacy is even more important.

Only twelve percent of adults have proficient health literacy. Fourteen percent of adults have below basic health literacy. From these percentages alone, I can’t stress enough how important it is to have great health literacy. Make it easy for your audience to understand you…

Here’s a list of tips that will help with health literacy:

  •  Do not use jargons.
  • Give clear and concise information.
  • Keep messages short.
  • Write in a friendly but professional tone.
  • Engage readers.

#3: CREATING CONTENT

Creating content is important when it comes down to having multiple successful social media platforms. Relevant, useful, and interesting information are all the main ingredients when stirring up a pot of successful content for your healthcare organization.

Relevant information depends on the time, geography,audience, and your audience’s interest. Useful information is determined by whether or not the information you provide could help someone see their life in a new way or change their behavior. Interesting information will get and keep your audience attention (which is very important, if i must add).

#4: LISTENING  

Everyone loves to talk, but no one loves to listen. Please do not be the aunt that attends every family event and talks about herself the whole time.

Communication is fifty percent listening and fifty percent talking. By listening, you will straighten your relationship with your audience. By listening, your healthcare organization is leveraging potential opportunities for growth and maybe even damage control.

Listening to your healthcare organization audience will help you understand them better….which will eventually help your healthcare organization. So, LISTEN!!!

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NOW THAT YOU HAVE AN UNDERSTANDING….HERE’S SOME EXAMPLES.  

“Where do I start?” “How will I know what my social media account should look like?”

Wait, before you drive yourself crazy from thinking about it, I have a few examples.

Suicide Prevention Resource Center and the American Lung Association both does a great job when it comes to successful social media strategies.

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Suicide prevention Resource Center uses Facebook to listen to their target audience. They also use relevant information for the cause, and clear and concise information.

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Image via Twitter

The American Lung Association uses Twitter to give their target audience interesting and useful information. The American Lung Association also use health literacy well by keeping the messages short and not using jargons.

NOW THAT YOU HAVE EXAMPLES, REMEMBER…..

Having successful social media platforms is all about strategy. Use quotes, polls, infographics to help enhance your audience interest on your social media platforms. As long as you know your audience, listen, use health literacy and great content, your healthcare organization will have one delicious pot of success.

Words of Knowledge,

 

Dekira Hemingway

Introducing Snapchat to Healthcare Organizations!

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Yes, it is a ghost. No, I am not trying to scare your healthcare organization.

Snapchat is a popular mobile app that came onto the social media scene in 2011. Snapchat allows you to send videos, photos, and messages. Snapchat has 100 million daily active users, and they send 700 million snaps per day (that’s a lot,right?). Snapchat has potential to become one of the largest social media platforms EVER (maybe the purpose for the ghost is to scare away other social media platforms, perhaps?). For that reason alone, your healthcare organization should hop on the Snapchat wave.

BEFORE I START, YOU WILL NEED TO KNOW SOME SNAPCHAT LINGO….

  • Snapchatters – Snapchat users.
  • Story – A snap you could broadcast to followers (followers can view it for a unlimited amount of time for 24 hours).
  • Snaps – Photos and videos taken via Snapchat, then sent to your followers and/or placed in your story.
  • Snapback –A reply to a snap.
  • Chat – When you are able to privately/ directly message followers.

NOW THAT YOU KNOW THE LINGO, ON TO WHY YOUR HEALTHCARE ORGANIZATION SHOULD USE SNAPCHAT…..

First thing….slim to none competition!

Only 2% of businesses use Snapchat, which means your healthcare organization has a great opportunity to stand out and shine.  And wait for it….you will be able to share unique content with followers.

The 2% of businesses who are using Snapchat loves it. WHY, you asked? Maybe because it is privacy friendly, it does not matter when they post, and they are able combine a series of snaps together to create a longer piece of content.

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USING SNAPCHAT TO YOUR HEALTHCARE ORGANIZATION ADVANTAGE… 

I am sure you are wondering, what you will get out of using a mobile app for your healthcare organization….well I will tell you!

  1. The opportunity to get creative by combining videos and images together (even having a chance to doodle on your snap).
  2. The ability to get your healthcare organizations purpose/story out into the public’s eye by telling stories.
  3. And last by not least, you will be able to BRAND.

HOW TO GET YOUR SNAPCHAT HEALTHCARE ORGANIZATION NAME OUT THERE…

  • Promote your Snapchat account on your other social channels, websites, and even your blogs.
  • Use your story to give your followers the full experience of your healthcare organization (I can’t stress the importance of this enough).
  • Spread awareness for your healthcare organization and use holidays for predictable content.

AN EXAMPLE IS ALWAYS A GOOD THING….

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Women’s Health uses Snapchat to enhance health within women of different ethnicity backgrounds. On their Snapchat account, Women’s Health gives beauty tips, fitness tips, and even recipes. They have giveways and tell the stories of the multiple women using their Snapchat account.

NOW THAT YOU HAVE AN EXAMPLE,REMEMBER….. 

Snapchat is different, Snapchat is fun. As long as your healthcare organization use one-on-one communication, and tell stories, you will have one of the best and most successful Snapchat experiences EVER!! Happy Snapping….

Words of Knowledge,

 

Dekira Hemingway

Pinterest: Healthcare Organizations Edition

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Have you ever got stuck by a pin? Did it hurt? Well have no fear, Pinterest definitely won’t hurt….Pinterest could actually help your  healthcare organization.

Don’t worry, I am not crazy lady talking about regular pins. Pinterest is an online pinboard that is a visual take on the social bookmaking site. Pinterest is the third largest social networking site, and it is all about collecting and sharing the things you find on the web (kind of like a digital bulletin board).

“COOL, BUT WHY SHOULD MY HEALTHCARE ORGANIZATION USE PINTEREST?”

Because with Pinterest, your healthcare organization could connect with your community online, all while building connections and brand recognition. Think about it…..millions of people are using Pinterest. So why not go where it is popular?  Get your healthcare organization name out there. President of a healthcare marketing firm says good marketing is meeting the community where they are, rather than attempting to drag them to where you want them to be. Makes sense!

Also, with Pinterest, you would be able to share pins on your healthcare organization’s Twitter and Facebook accounts. Win, win situation, right?

“BUT WAIT, WHAT ABOUT CAUSE CAMPAIGNS?”

Since Pinterest has a multi-faceted nature, it is an effective tool for cause campaigns. Pinning cause campaigns helps your healthcare organization use brand websites, all while incorporating soft content to enhance campaign messages.

Three things to remember when you’re using Pinterest for cause campaigns:

  1. Be proactive.
  2. Deliver on your goals.
  3. Incorporate multimedia.

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“GREAT! HOW DO I USE PINTEREST?”

The million dollar question. Before your healthcare organization use Pinterest, you should know the Pinterest lingo:

  • Pin- The name of the bookmark once you share something on Pinterest.
  • Repin- When you share someone else’s pin on Pinterest.
  • Pinboards- When you group pins together by topic onto various pinboards in your profile.

Also, your healthcare organization should know some strategies for when you use Pinterest….and they are quite simple:

  • Know your audience. By knowing your audience, you will know exactly which visuals to pin.
  • Reveal Yourself. Do you like talking to people without having a clue to whom they are. Same applies with Pinterest. Let your followers know the human beings behind the organization and logo. Perhaps pin staff workers and/or volunteers.
  • Focus on the Achievable. Use Pinterest as your healthcare organizations voice. Make things possible.
  • Be Inviting. Interact with your community.

“DO YOU HAVE ANY EXAMPLES OF HEALTHCARE ORGANIZATIONS USING PINTEREST?”

Do I? Of course I do.

The American Diabetes Association and the American Heart Association  are both are using Pinterest to their advantage.

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The American Diabetes Association Pinterest has very strong visual elements and professional images. They also group their pins together by their topics.

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The American Heart Association Pinterest groups their pins together by topics. They also gives a great description for the reason for their organization, while sharing a link to their organization’s website.

REMEMBER…..

Find what works for your healthcare organization and build relationships through Pinterest. Use professional images, and never forget that it is okay to “pin.”

 

Words of Knowledge,

 

Dekira Hemingway

Blue Birding Into Healthcare Organizations

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Don’t worry, I am not talking about a real bird! The blue bird I am referring to is Twitter’s logo. What is Twitter, you asked? Twitter is a micro-blogging social media site that currently has over 500 million active users, whom often generate over 300 million tweets per day (sounds like a lot? I KNOW). Twitter is where you are able to broadcast daily short burst messages to the world, with 140 characters or less. Twitter is a blend of instant messaging, blogging, and texting.

And if it’s still hard to believe that such an awesome site like Twitter exist…check out what YouTube has to say about the FAMOUS social media site:

WHY SHOULD HEALTHCARE ORGANIZATIONS CARE….

Well lets see….

Twitter can help healthcare organizations broaden their communication reach., all while growing their networks, gaining visibility, sharing knowledge, and developing relationships. And guess what? I have all of the ways your healthcare organization could benefit from Twitter. It all starts with the four P’s….

  • Prepare. Babies have to learn how to crawl before they walk, right? Learn how to use twitter before you jump right in and start tweeting.
  • Plan. Determine what you are trying to accomplish and identify your target audience (It will help in the long run, trust me).
  • Promote. Get your healthcare organization out into the world. Go the extra mile and invite relevant organizations, as well as individuals.
  • Publish. Start “tweeting,” inform your audience.

JUST IN CASE YOU ARE CONFUSED……

I know sometimes it is confusing and difficult to start news things. It’s kind of like going to a new high school, and not knowing where everything is located, and having no friends to ask. But have no fear, Dekira is here….

Just in case you were completely lost, here’s some of the twitter lingo:

  • Tweet: A post on Twitter.
  • Handle: Username (Very important).
  • RT (Re-tweet): A tweet that shares what someone else has tweeted.
  • # Symbol: A “hashtag” used to organize information so it is easy to find.

WANT EXAMPLES?

The American Red Cross and LiveStrong both have AMAZING Twitter accounts. Yes, I said it, amazing!

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Great handles, great bio information, and even better photos. They both keep their tweets to under 100 characters, and they engage their audience by asking questions. As I was scrolling, I even noticed that they both joined in on existing conversations.

“BUT HOW CAN MY HEALTHCARE ORGANIZATION BE AS SUCCESSFUL AS THOSE ACCOUNTS?”  

It’s as easy as 1,2,3….

  1. Give your followers useful, interesting, and retweetable content.
  2. Never use abbreviations and always use proper punctuation (you want your message clear).
  3. Use photos and infographics (that will get your followers attention).

See, didn’t I tell you it was easy as 1,2,3….

THE BENEFITS!

Yes, to the good stuff!

Twitter is a great way to build to the reputation of your healthcare organization. Twitter has allowed users to use Periscope (which is an app that enables users to share and view live video broadcast). Using Periscope would allow your healthcare organization to give customer education, and forge a more personal relationship with consumers. So, you should try it!

REMEMBER…..

Twitter is free, and Twitter is fun. Be two-way, ask questions, provide credit for sourced information, tweet as much as you like, use hashtags, and use visual aids.

As long as your healthcare organization follow these tips, you will be as happy as the blue bird!

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Words of Knowledge,

 

Dekira Hemingway

 

 

 

 

 

Information to Know: Facebook for Health Organizations

Facebook is the world’s LARGEST social networking site with over one billion users worldwide. Facebook is where people are able to publicly connect and share photos, links, and more with their family and friends. So, if you’re a social person, Facebook is the place to be “open.”

Not only is Facebook popular for someone’s personal use, it is also popular for business use. ESPECIALLY HEALTHCARE ORGANZIZATIONS!!! Referral Md says that of more than $1,500 hospitals nationwide who have an online presence, Facebook is the most popular. So that means there is a pretty good chance that while you are talking with your friends online, you’ll be able to get the opinion of a healthcare professional (Sweet, right?).

“WHY FACEBOOK?”

The real question is why not Facebook….

Healthcare Success supports Referral Md by saying that Facebook is becoming a primary resource for users looking for health information. People turn to social networks for health events, healthy living ideas, and to view health education videos.

It is important for all healthcare organizations to learn how to get the attention of the people, of the customer.

BENEFITS OF FACEBOOK

As a healthcare organizations, make sure your page looks like a business page, and not a personal page or Facebook group (Can’t stress that enough).

Don’t worry. With a business page, comes many rewards….

  • Facebook is Free….Well Almost

    • Facebook is free to create an account. However, it would not be good to only have an account. USE IT. As a healthcare organization, you have to brand, advertise, and keep your name out in the public eye. Healthcare organizations may have to hire someone to do that very job. That’s when the “almost” free part comes in..haha.

 

  • New Patients May Come

    • With the brand and advertisement, healthcare organizations may catch the eye of new patients. That is why having a good brand is important.

ONE IMPORTANT TOOL FOR NON-PROFIT HEALTHCARE ORGANIZATIONS

Facebook is becoming a new way to get donations. Non-Profit healthcare organizations could get numerous amounts of donations by simply placing a donate button on their business page. That way people are allowed to donate to their organization or charities without having to leave Facebook.

ENGAGE YOUR AUDIENCE

As a healthcare organization, you want to keep your audience interested and involved (Trust Me).

Lauri Tucker blog says healthcare organizations should offer incentives and rewards. Everyone loves a reward. Offer a gift card or a prize for answering questions or completing quizzes on your Facebook page.

Also, post relevant content with credible sources. Most people have heard of WebMD. As a healthcare organization, you could use them as a source. That way there is back-up to what you post.

THEY’RE DOING IT RIGHT….

Mayo Clinic and the American Cancer Society are both healthcare organizations that have successful Facebook pages.

Mayo Clinic uses clear messages, links, videos, and even apps to promote their organization. Mayo Clinic also presents a clear message while having a nice looking business page set-up.

When clicking on the American Cancer Society Facebook page, I guarantee the first thing you will notice is the donate button on the left hand side. The American Cancer Society also engages their audience by asking them questions.

Mayo Clinic and the American Cancer Society are BOTH rocking the Facebook world!

REMEMBER……

Facebook is free, so therefore it does not cost your healthcare organization to try it. Offer rewards, provide content with credible sources. What’s the worst that could happen? I’ll tell you the best…. new patients and donations. Woot woot!

 

Words of Knowledge,

 

Dekira Hemingway

 

 

 

I Heard You Want to Blog: Help for Healthcare Organizations

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Social media is very important in today’s society. Especially blogging. So why not use it?

If you are confused on what blogging is, YouTube stated that blogging is basically the logging of one’s experience,thoughts,and more. It is the online version of a journal (How cool, right?). And the best part is, blogs are for everyone. That’s right, EVERYONE. Even healthcare organizations!

Healthcare and Blogging!  

US National Library of Medicine National Institutes of Health gave good reasons for why blogging should be important to healthcare organizations. Here’s why:

  •  Blogs help reach a wide audience.
  • Blogs can be viewed again and again by patients/readers.
  • With blogs, healthcare organizations are able to publish large amounts of information in variety of media.

I am sure you are curious to know of a healthcare organization that is very successful with blogging. Healthline has been around for many years, and they are taking advantage of a blogging lifestyle. From having the right font and font size, to having the right information, Healthline is doing their thing when it comes down to blogging!

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Top tips for Blogging….(Cause you’re ready to find out) 

   1.     Define your Goal. 

Want a success blog? Define the purpose and goal for your blog before you start. Think about the outcome you are hoping to have. All of this helps in the future.

    2.    Know your Audience.

Create your blog on the type of audience you have. For example, you wouldn’t want to have clowns at an adult party, would you? Same thing applies with blogging. Each audience is different. Young audience, keep it hip. Older audience, stay reserved.

     3.    Be Consistent.

In order for your audience to want to continue to read your blog, you want to stay consistent. About Tech makes a good point that being consistent allows you to meet your audience’s expectations.

      4.   Avoid Clutter.

NEVER clutter your blog. The Guardian makes a good point that if you keep your blog layout clean and fresh, it is easier on your audience’s eyes

Wondering the Rules for Blog Writing?

It is quite simple. Successful Blogging gives all of the tips in order for you to have one of the best blogging sites EVER!! However, formatting, headers and sub-headers, short paragraphs, images, and font types are EVERYTHING.

REMEMBER……       download

Having the right blogs are crucial, especially for healthcare organizations. Curation is the cure. Having an expertise is important and it is also a powerful way to build content that attracts.

So, be creative, be smart, and have fun blogging…

 

Words of Knowledge,

Dekira Hemingway